The Strategy Research Of Online Variety Show’s Product Placement

In the new media environment,the broadcasting forms of advertisement are increasingly abundant.Traditional TV advertisements can no longer meet the needs of the audience,even arouse the audience’s disgust.The promulgation of "Entertainment Restriction Ordinance" and "Truth Restriction Ordinance" has reduced the time of advertisement publication to a certain extent,making the copyright fee of traditional TV variety shows more and more higher.Some advertisers have begun to seek new channels of advertising dissemination,and have focused their attention on these popular online variety shows.Online variety shows are produced by network video platform,with the advantages of non-linear communication and content diversification,it is developing rapidly in the era of fragmented reading.How to attract the attention of users,advertisers and other groups to get sponsorship and achieve good communication effect is one of the urgent problems that the media need to solve.In recent years,the form of advertising placement has developed rapidly from single to diversified.Different forms of advertising placement,such as oral implantation,after-effect implantation,stage property implantation,scene implantation,prize implantation,etc have different communication effects in the network variety show.Especially in the past two years,the online variety shows of different video websites seem to be developing rapidly.Compared with traditional TV variety shows,some online variety shows such as Roast,U can U BiBi,Go! Fridge,Street Dance of China and Produce 101,,have not only gained considerable audience ratings,but also shown a strong ability of advertising placement.This paper takes Mango TV’s Who’s the Murderer? series as an example,using literature analysis,case study,content analysis and questionnaire survey to explores the forms,characteristics and effects of its implanted advertisements,in order to put forward bettercommunication strategies.According to the effect and existing problems of product placement,the writer offers corresponding strategies from legislative level,content level and marketing level respectively hoping to provide reference and promotion for the prosperity and development of online variety program’s product placement.